A JOURNEY OF EXCELLENCE: THE COLLABORATIVE MAGIC OF ACCOR-IGH
Noted American author Sarah MacLean once said: ‘The best partnerships aren’t dependent on a mere common goal but on a shared path of equality, desire, and no small amount of passion’. A statement which perfectly fits in the relationship between Accor and InterGlobe Hotels that has brought about a revolutionary transformation in the hospitality sector within the country. The partnership, founded on mutual trust and a shared vision, has significantly transformed the hospitality sector through an efficient development and operational approach. In fact, the two have established an ideal platform to meet the ever-changing requirements and desires of the Indian consumer who is fast becoming more perceptive, is well-travelled and seeks enhanced value along with international standards.
InterGlobe Hotels’ (IGH) journey began in 2004 when InterGlobe Enterprises entered into a joint venture with Accor Asia Pacific to develop a network of ibis hotels across India, Nepal, Sri Lanka and Bangladesh. “The idea behind this association was to start developing the ibis brand as a quality mid-market product owing to a significant void in this segment of the Indian hospitality market. In the first five years itself, we were able to open seven hotels across seven different cities, and since then, the pace has only accelerated,” says JB Singh, President & CEO, IGH.
Through unwavering commitment to innovation, efficiency and collaboration, InterGlobe Hotels has created a portfolio of 23 hotels so far. “Twenty of them are already operational and the remaining three will be completed by 2025. Our portfolio is very well diversified, in terms of geographical reach and includes 22 ibis and ibis styles hotels and a Novotel, cumulatively offering over 4,100 rooms across 14 cities in the country and playing a leadership role in the hospitality sector,” shares Singh.
A FLOURISHING PARTNERSHIP
The reason behind the successful Accor-IGH relationship, according to Singh, is InterGlobe’s commitment to establishing meaningful partnerships and its in-depth knowledge and understanding of the Indian market along with Accor’s global presence and world-leading hospitality. “IGH leveraged the expertise of two organisations renowned for their unparalleled reputation in the hospitality industry and created the right platform to match the constantly evolving needs & aspirations of the Indian consumer, who is increasingly discerning, well-travelled and looking for greater value and international standards,” he feels.
On the other hand, Puneet Dhawan, Senior Vice President of Operations – India and South Asia at Accor feels the brand has emerged as a pioneering force in the competitive landscape of the midscale and economy hotel sector in the country. “This success has been nurtured through a deep-rooted and mutually beneficial partnership with InterGlobe Hotels. Our alliance is defined by a shared commitment to excellence and providing impeccable hospitality. This harmonious synergy reinforces our unwavering belief that our collaborative endeavours will continue to grow and thrive in the coming years,” he says.
IGH: TRANSCENDING LIMITS
Sharing his views on IGH’s design ideology, Singh says continuous innovation is a way of life at InterGlobe Hotels, and it is constantly setting new standards through its futuristic approach. “When we launched our first ibis hotel in 2008, it challenged the status quo of the industry. The effective use of space, cookie-cutter room designs, pod bathrooms and well-designed public areas were the game changers. In terms of design, we have been quick to work and modify the look and feel of the hotels keeping up with the changing hospitality landscape and the ‘ever evolving traveller’s preferences and shifting demographics. We have been continuously improving the quality of products, in terms of fittings, fixtures, furniture, acoustics, etc by keeping pace with the changing trends and ensuring that the product stays relevant.”
IGH’s new-gen hotels are designed functionally and aesthetically to provide all essential facilities. The hotel development company partners with the best international interior and architectural design firms to deliver modern designs in chic and lively public areas of its hotels, combining western aesthetics with Indian elements. “Our ability to innovate and evolve has produced strong market engagement owing to new generation and trendy room designs, strategic locations, interactive and pleasing public spaces and more. Designs are conceptualised keeping the modern traveller in mind, with spaces that are more fluid and offer a warm look and feel. For instance, we have added specially curated libraries and also promote emerging Indian artists by displaying their art at our new hotels. This appeals to millennials and Gen Z alike as well as business and leisure travellers. Through the art initiative, we aim to promote and support artistic talent and raise awareness of India’s thriving art scene among hotel guests and patrons,” avers Singh.
Additionally, across all of IGH properties, modern, vibrant and spacious back-of-house (BOH) spaces are offered to create a welcoming environment and provide a range of amenities tailored to meet the needs of young hotel personnel, thereby fostering higher levels of engagement.
At IGH, strong emphasis is laid on agility and encouraging employees to adapt quickly to change. “It fosters an environment where employees are inspired to take ownership of their projects and initiatives, and the leadership team supports it by providing them with the autonomy to drive their tasks and take pride in their work,” feels Singh, adding frequent interactions with the leadership team through town hall meetings, open forums and one-on-one sessions ensures transparency and involvement.
“To foster creativity, innovation seminars and brainstorming sessions are regularly held. Regular strategy discussions examine long-term goals and market trends, enabling employees to offer their ideas and suggestions. Through various training programmes, workshops, and online courses, we assist employees in acquiring new skills, create a culture of learning and also promote physical and mental wellness. InterGlobe Hotels has a culture where everyone feels heard, valued and connected to the company’s mission and values,” he shares.
Over the last 19 years of development, across various SPVs, InterGlobe has operationalised 27 hotels across 14 cities and amassed a wealth of expertise in the industry. “Our ability to efficiently understand markets, design, and develop hotels is among the best in the country. This, coupled with our expertise in building highly efficient hotels in tight spaces and delivering a remarkably high customer experience, makes it unique for dense and volatile markets like India. We have not only remained abreast of global standards, but in many instances, we have even set them. We are committed to developing energy efficient, well-designed buildings that generate value for all stakeholders,” says the President & CEO of IGH, adding he is extremely optimistic about India’s future and growth, and intend to be an integral part of this journey along with all the stakeholders.
PIONEERING NEW AVENUES
On IGH expansion plans, Singh shares, “The mid-market hotel landscape in India has developed significantly in the last decade and with the help of our growing portfolio, we are in a strong position to capitalise on this trend and further strengthen our position as the fastest growing and preferred hotel brand in India. InterGlobe Hotels is committed to increasing its footprint by targetting new investments every year, densifying in key Tier I cities and making strategic investments in growing Tier II markets.” The organisation’s immediate focus is to operationalise the three hotels currently under construction, adding ~500 keys to the portfolio. These include an ibis property in Mumbai, an ibis Styles in Goa and an upscale Novotel in Bengaluru.
“By offering hotels across the categories of mid-market to upscale, we are able to attract a larger customer base and stay competitive. The new-gen products offered by our hotels are powerful and meet the aspirations of the discerning global traveller. We will continue to build on its product design and quality, raising the bar for the hospitality industry in the country. We are confident that we have the team, the resources and the commitment to make this happen,” asserts Singh.
On the other hand, Dhawan says, “Accor has launched three new hotels including Novotel Mumbai International Airport, Novotel Jodhpur and ibis Thane this year, showcasing its adaptability and strategic approach to catering to increasing demand and expanding its hotel portfolio. What’s even more promising is the continuation of this momentum, with three additional properties including ibis styles in Goa Vagator, Novotel Jaipur Exhibition and Convention Centre and Grand Mercure Agra Fathebad Road Agra scheduled to welcome guests in the coming months.” He adds that they aim to develop and grow exponentially in India as there is the potential to continue developing the portfolio in the country. “We, at present, count 30 hotels in the pipeline, to open doors within next few years and have strategised our expansion plans focussing on Tier II and Tier III cities with our Premium, Midscale and Economy brands,” he shares.
ACCOR: HOSPITALITY TITAN
Talking about Accor as a brand and its strength in India and globally, Dhawan explains, “Globally known for being leaders in hospitality, Accor has its presence marked in over 110 countries with a diverse and ever-evolving portfolio comprising 5,400 properties and growing. Encompassing more than 40 hotel brands, categorised as Luxury to Premium, Midscale and Economy. The Group has a robust and diverse ecosystem which includes 10,000 food and beverage venues, wellness centres and flexible workspaces.”
In India, Accor is a prominent player in the hospitality sector and is gaining recognition for its robust presence in the market. At present, it operates 58 properties under nine brands throughout the Luxury, Premium, Midscale and Economy segments, including Raffles, Fairmont, Sofitel, Pullman, Grand Mercure, Novotel, Mercure, ibis and ibis Styles. “This success has paved the way for ambitious expansion plans, including 30 new properties in pipeline. This move reflects Accor’s confidence in the Indian market’s potential and its commitment to catering to the growing demand for quality accommodations. The expansion is expected to not only provide enhanced options for travellers but also generate employment opportunities and contribute to local economic growth,” he says.
Dhawan also draws attention towards Accor’s ALL Loyalty programme and its benefits wherein Accor Live Limitless (ALL) enables members to earn and redeem points, along with a host of additional benefits which permits one to book tickets to concerts, sports events and even book cars. “To enjoy the benefits of the programme, members need to sign up as an ALL - Accor Live Limitless member online or on the app, then use the account for future bookings. With each booking, there is an earning point system and once a certain level (beginning from Classic to Silver, Gold, Platinum and the topmost, Diamond), members are able to redeem the points for free nights and exclusive privileges such as upgradation of room, late check-outs and invitations to special ‘limitless experiences’ curated especially for members of ALL - Accor Live Limitless,” he shares.
Constantly reinventing ways to invite and engage new members, at present, Accor has partnered with Katrina Kaif who is a member of ALL - Accor Live Limitless, to engage with a wider audience and lure in new members whilst showcasing the unique benefits of the ALL - Accor Live Limitless programme. “Another yet to launch in India campaign is ALL-ways on my mind, which we will soon be unveiling, and as the name suggests, it will highlight the enchanting beauty of India. The new campaign aims to invite travellers to explore the beauty of India and mesmerise them with the country’s rice and diverse culture, food, architecture and hospitality,” discloses Dhawan.
CRAFTING A SUSTAINABLE LEGACY
IGH and Accor are committed to sustainable practices in their respective organisations. “While sustainable practices, both in construction and operations, help the portfolio operate at its optimum level and be environment-friendly, we understand the changing needs of consumers and are committed to sustainable development practices during construction as well operations at our hotels. We have been awarded with the Indian Green Building Council (IGBC) Green Champion Award for being a pioneer in the large-scale adoption of green buildings in the hospitality sector,” says Singh
He adds that a few sustainable initiatives taken at IGH hotels during construction are dry walls used leading to low carbon footprint, promoting sustainable building by using natural lights in meeting rooms and restaurants, usage of solar energy for day-to-day operations and lighting of the periphery, implementation of water bottling plants across the portfolio for drinking water and elimination of single-use plastic from the guest interface area, implementation of EV charging stations at the hotels (50 per cent of the portfolio to be covered by the end of 2023), efficient use of energy and resources via new technological tools for energy monitoring and IGBC-certified Gold rated hotel constructions.
Accor, informs Dhawan, holds sustainability at the helm of its operations. “We take pride in creating memorable stays and exceptional experiences while being conscious of the potential impact on the environment. Globally, Accor has committed to net zero carbon emissions by 2050 and in India, the Group is integrating sustainable practices into all aspects of operations, ensuring that each property reflects our commitment to a sustainable future. At present, 90 per cent properties in India have eliminated single-use guest-facing plastic, including, single-use wet amenities for shampoo, gel, conditioner, and moisturisers which have been replaced with multi-use pumps. Similarly, single-use plastic water bottles have been replaced by refillable glass bottles,” he says.
Through this partnership, both Accor and IGH have showcased the power of leveraging complementary strengths and managed to create a harmonious fusion of their unique offerings, expanding their market reach and enhancing the value proposition for their guests. This synergy has not only resulted in operational efficiencies but has also fuelled innovation and elevated the guest experience.
